"There are occasions when music lifts an ad, and there are occasions when it simply makes the ad. This is the latter. James Hyman's contribution in recommending the ‘Bare necessities’ track in response to our brief was the trigger that sparked the creation of work we are truly proud of. His on-going collaboration with our creative department is a great asset to us."PAUL BIRKS-HAY, MANAGING PARTNER AT AMV BBDO

"The Bare Necessities is a brilliant choice of music for the launch of our new ‘Live Well for Less’ campaign. It reflects Sainsbury’s point of view that the good things in life needn’t cost a lot and the upbeat tempo and cheerful mood of the track really complements our ads. All in all we’re very happy!"TOM HAMPSON, HEAD OF NATIONAL ADVERTISING AT SAINSBURY'S

The Live Well For Less commercial was created by AMV BBDO with media planned and bought by PHD and music was sourced by JLH Music’s James Hyman, after being approached by the agency last year.

Hyman was told that the music had to complement the campaign’s strapline, Live Well For Less and added the agency was keen for a big, iconic track to be used within the advert.

“Initially they were thinking of using a Queen song,” he added. “But then I just had a Eureka moment and [The Bare Necessities] came into my head. It was perfect really, nothing could have fitted better.”

Hyman approached the track’s publishers, Warner/Chappell for clearance, and within a few days permission had been granted for the song to be used on the commercial. “What is really surprising about the track is that although it is known and loved by everyone, it has largely remained untouched by the sync world. I think this is because sometimes it’s such an obvious choice, that it actually then gets overlooked.”

It is not the first time Hyman has worked with a national supermarket chain for their re-branding: in 2007, he was key in securing Take That’s Shine for use in the Morrisons commercial."